Petra Strand, the makeup artist and creator behind masstige makeup line Pixi, is getting into the brand-building business. California-based Strand, who launched Pixi in 1999, describes herself as “a frustrated beauty editor at heart,” perhaps the reason behind her recent catalogue launch, shipping now to 80,000 consumers, as well as her new blogging gig. All the while, Strand is also building Pixi’s presence: The brand has entered into a partnership with Disney to create a line for the world’s most famous fairy, Tinker Bell, exclusive to Target.
This story first appeared in the November 11, 2011 issue of WWD. Subscribe Today.
“They approached us saying we were all about a touch of magic and they have the most famous fairy in the world and let’s figure out a way to work together,” said Strand. Pixi positions itself as a natural makeup brand that looks to deliver a fresh, radiant look.
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Set for a spring 2012 launch, PixiGlow is formulated to deliver shimmer with products for face, eyes, lips and cheeks. Items are designed to work with Pixi’s existing makeup items, which sell exclusively in the U.S. at 1,500 Target stores and at Boots and a flagship in the U.K. Strand collaborated with Disney character artist John Quinn to transform the iconic Tinker Bell into a classic, vintage-inspired beauty. Items in the spring lineup include Fairy Dust, a loose glimmering dust; Magic Tink Tint, a gel crayon for lips; Chasing Shadows Crayon, a waterproof cream-to-powder eye crayon; Straight on Til Morning Liner, a long-lasting liner and Fairytale Face Palette, a kit that includes five eye colors, a three-color blush palette, five lip creams plus applicators. Prices will range from $14 to $34. PixiGlow will be exclusive to Target.
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In addition to PixiGlow, Pixi has additional new items for spring including a Bronze Bloom Trio; Tinted Brilliance Balm, a cream lip pencil; Lid Last Shadow, creamy eye pens; Lip Blush stain pens and two new shades of Endless Silky Eye Pen. Nail lacquers are also planned for spring with 12 colors due out.
Strand’s blog, Personally Petra, launched in July and talks about everything from her inspirations to her impressions, but she said she doesn’t over inform. “It’s a new thing for me. I don’t know if I’m very good at it. I’m still trying to find my voice. For me it’s about the content. I don’t want to blog about how I just cut my hair.”
The blog is catching on: It was nominated as Best Beauty Blog by Marie Claire UK.
Strand’s 40-page catalogue, which she likens to a beauty magazine, includes Pixi’s entire makeup lineup, as well as lifestyle items.
“It makes it easy for our customers [to see everything at once] and for me to give a lot of beauty knowledge that I have learned over the past 20 years.” The catalogue will have an online version, too.